The need for collaboration between public health workers and media representatives is particularly urgent in developing countries in which the prevalence of tobacco use is increasing. In these countries, the dissemination of information through the media also can assist in the development of educational and legislative measures to prevent and control tobacco use and may help reduce the success of aggressive marketing campaigns by transnational tobacco companies. Examples of collaboration between the media and the tobacco-control groups in some countries include successful smoking-cessation and healtheducation campaigns (e.g., in Estonia, Finland, and New Guinea) and decisions by certain media to refuse cigarette advertising (e.g., in Australia, Canada, and the United States).
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